Executive Briefings

Retailers Warned to Prepare for Delivery Expectations of 'Generation Z'

Retailers should be bracing themselves for heightened delivery expectations of so-called Generation Z, those individuals born after the late 1990s, whose media-saturated world has accustomed to them to instant access to things.

The survey of 2000 UK consumers, commissioned by delivery platform Shutl and carried out by Red Dot Research, found that almost twice as many (60 percent) 18- to 24-year-olds than 45- to 54-year-olds (33 percent) have higher expectations of retailer delivery performance compared to two years ago.

This increased demand from younger shoppers is replicated elsewhere in the findings. For instance, 86 percent of 18- to 24-year-olds stated that delivery options are a key factor influencing their choice of retailer when buying online. This figure however declines steadily as shoppers get older: 83 percent (25 to 34s), 82 percent (35 to 44s), 73 percent (45 to 54s) and 64 percent (55+).

Given that today’s younger generation already control every other aspect of their online world, retailers should not be surprised to learn that nine out of 10 (90 percent) 18- to 24-year-olds would shop online more often if they were in control of more convenient delivery options. This is less of an issue for older respondents at 60 percent (55+); 69 percent (45 to 54s); 79 percent (35 to 44s) and 88 percent (25 to 34s).

Commenting on the findings, Tom Allason, Shutl CEO, says: “While retailers are providing the flexibility and choice that millennials expect today, such as m-commerce, it’s important to keep an eye on who’s coming around the corner. If the trend for growing expectations among younger consumers continues, they need to be thinking about how best to attract the Generation Z shoppers of tomorrow.

“A two-day delivery window will seem archaic to people who have grown up downloading entertainment in seconds.”

Source: Shutl

The survey of 2000 UK consumers, commissioned by delivery platform Shutl and carried out by Red Dot Research, found that almost twice as many (60 percent) 18- to 24-year-olds than 45- to 54-year-olds (33 percent) have higher expectations of retailer delivery performance compared to two years ago.

This increased demand from younger shoppers is replicated elsewhere in the findings. For instance, 86 percent of 18- to 24-year-olds stated that delivery options are a key factor influencing their choice of retailer when buying online. This figure however declines steadily as shoppers get older: 83 percent (25 to 34s), 82 percent (35 to 44s), 73 percent (45 to 54s) and 64 percent (55+).

Given that today’s younger generation already control every other aspect of their online world, retailers should not be surprised to learn that nine out of 10 (90 percent) 18- to 24-year-olds would shop online more often if they were in control of more convenient delivery options. This is less of an issue for older respondents at 60 percent (55+); 69 percent (45 to 54s); 79 percent (35 to 44s) and 88 percent (25 to 34s).

Commenting on the findings, Tom Allason, Shutl CEO, says: “While retailers are providing the flexibility and choice that millennials expect today, such as m-commerce, it’s important to keep an eye on who’s coming around the corner. If the trend for growing expectations among younger consumers continues, they need to be thinking about how best to attract the Generation Z shoppers of tomorrow.

“A two-day delivery window will seem archaic to people who have grown up downloading entertainment in seconds.”

Source: Shutl